Now you need to identify which social networks, blogs, forums, and websites your 1% hangs out on, and which methods they use to share your content (e-mail, social updates, tweets, etc.). One thing you're likely to find out is that while Facebook and Twitter undoubtedly play major roles in the spread of your brand's content, major social networking sites are not where you're likely to find and reach your 1%.
Think about it -- if you are someone extremely passionate about cars, are you really going to bore and alienate your family and friends on Facebook? Some of them might (and lose friends and followers in the process), but for the rest, they have a blog, post comments on other blogs, and interact with niche communities of like-minded influencers, advocates, and fans.
Finding these sites and communities on the web requires some sleuthing. Aside from digging deep into the traffic data provided by your social media analytics platform, another way to find these niche sites is to follow a number of active "experts" on Twitter in your topic of choice. Ask them where they go to learn about and share the content that matters most to them.
Find Out What Motivates Your 1%
Do your influencers share content about your brand in pursuit of fame, fortune, or a bit of both? Understanding what motivates your 1% to share is key to finding out what makes them tick, and what types of content they will respond to favorably.
For most people that spend time creating and sharing content, it's not about fortune, it's about fame. They share links with friends and their wider social network because it makes them feel important, special, and useful. That doesn't mean influential people don't like deals as a rule -- they're just like the rest of us in that regard. But they respond most positively to the attention and recognition they get from sharing useful content and valuable information with others.
For example, we've seen on several marketing programs that the percent of incremental unique visitors to a site from shared links more than doubled when the names of the top sharers where posted on an online leader board, and top-sharers were given access to exclusive content.
Make 'Em Famous
If your data does indeed show that your influentials are more motivated by fame rather than fortune, then it's time to recognize and reward them with incentives that are aligned with this motivation.
Use your company's Twitter and Facebook pages to call out public achievements, like funny or useful YouTube videos on relevant topics posted by your top 1%. Blog about an interesting article, post, or tweet an influential member of your customer base has written, and let them know what you've done. And make sure to extend special offers or direct access to top company executives to your influential users. A big part of making these people feel special involves granting insider access to people, deals, or information that is limited to a select few.
Conclusion
By finding and reaching out to your brand's biggest fans, you'll get access to thousands of customers for the price of engaging a few. But remember that it's a two-way street. Early on, engage these folks in a dialog around what they like about your brand and products, why they like it, what they'd like to see improved, and what types of opportunities and offers they'd be most interested in receiving. Give, and you shall receive.
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More social media resources from Mashable:
- How Companies Should Approach the New Twitter Advertising Model
- 10 Essential Social Media Tools for B2B Marketers
- 4 Steps for Managing Social Media Attention
- Why Banning Social Media Often Backfires
- Facebook vs. Google: The Billion Dollar Battle to Be Your Default Social Profile